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Getting Ready to Raise Money in
Social Media
Leveraging Social Media and Web 2.0 for Nonprofits
We Are Media Project:The Social Media Starter Kit for Nonprofits
Visit the WeAreMedia wiki for additional resources and to connect with other nonprofit social media practitioners via http://www.wearemedia.org
Funded by the Surdna Foundation
Objectives
• What
• Why
• Benefits
• Strategy
• Tactics
What is Social Media?
Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.
Powered by ..
It is a conversation between people
Supporters
Clients
Audiences
Donors
And those donors too!
Brand in control
One way / Delivering a message
Repeating the message
Focused on the brand
Educating
Organization creates content
Audience in control
Two way / Being a part of a
conversation
Adapting the message/ beta
Focused on the audience / Adding
value
Influencing, involving
User created content / Co-creation
TALK CONVERSATIONS
Source: Slide 10 from "What's Next In Media?" by Neil Perkin
Some differences in tactics
And guess what?That conversation is …
Not Controlled
Not Organized
Not On Message
SOCIAL MEDIA USE IS GROWING
http://www.flickr.com/photos/dotpolka/34311984/
184 million bloggers
73% of active online users have read a blog
45% have started their own blog
57% have joined a social network
55% have uploaded photos
83% have watched video clips
39% subscribe to an RSS feed
Source: Universal McCann Comparative Study on Social Media Trends April 2008
Not everyone is a social media user
Social is not slowing down ….
Online MediaBroadly speaking, the top 1,000 media sites fall into two categories
Publisher MediaPublisher Media Social MediaSocial Media
• Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites last year, nearly doubling 2007 PV volume
Page View ShareShare of all page views at the Top 1,000 Media sites, December 2007 – 2008
15%
85%
Publisher Media
Publisher Media
Social MediaSocial Media2008
Welcome to the Social World
What if
What happens?
www.wearemedia.org | Building the Buzz | Holly Ross | NTEN | [email protected]
CASE STUDY IN BUZZ
http://tweetsgiving.org/• $10,000• 48 hours• 364 donations• 3,000 gratitude tweets• 40% from twitter + 30%
direct visits + 9% search + 6% Facebook and StumbleUpon = 85% of all visits
1. The Big Guys Don't Always Win. It's the Right Culture that Prevails.
2. There's No Such Thing as Social Media Fundraising
3. New Media Can Mean New Donors
3 Lessons From the Case Challenge
How do we balance conversation and talk?
A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy.
Objective
•What do you want to accomplish with social media?
•Describe how your social media objective supports or links to a specific goal from your organization’s communications plan
http://www.flickr.com/photos/wili/214316968/
Give Your Social Media Objective An IQ Test!
To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office
Audience
•Who must you reach with your social media efforts to meet your objective? Why this target group?
•Is this a target group identified in your organization’s communications plan?
•What do they know or believe about your organization or issue? What will resonate with them?
•What key points do you want to make with your audience?
http://www.flickr.com/photos/cuellar/57473280/
What are they doing online?
One Wayemail
search engineads
SocialListening
ConversationConnecting
HomebaseWeb Site
AudienceObjective
Integration with Internet Strategy
GenerateBuzzShare
Story
ListenParticipate
Community Building &
Social Networking
Tactical Approaches
Tactical Approaches
Listen Participate
Community Building &
Social Networking
GenerateBuzz
Less Time More time
10hr 15hr 20hr
ShareStory
Tactical Approaches and Tools
Listening is knowing what is being said online about your organization and your field.
http://www.flickr.com/photos/niclindh/1389750548/
A few listening tools …
• What decisions will you link your listening to?
• What key words will you use?
• How will share or summarize what you learn from listening with others in your organization?
Listening
Key Words Are King!
Twitter Search
Listening leads to participation
Participation
• Who is empowered to respond and in what circumstances?
• How will you address negative comments or perceptions?
• What is the goal of your participation?
Less about tool, more about technique
• They’ve paid you a compliment
• Valid client complaint• If information is
incorrect• If you have something
of value to offer
RespondRespond Don’t RespondDon’t Respond
• Trolls• Competitors• Not you
Sharing your story social media style …
Podcasting
How will you maintain a consistent work flow and content?
Who will be your .org’s voice?
Photo Sharing
Spreading Buzz
A Few Tools
• How will you “brand” your presence on buzz sites? (Personal/Organizational)
• Who will implement and build relationships with influencers?
• How will you get fans to talk about you to their friends?
• What actions do you want people take when they come in contact with your buzz? (Mobilize, spread, remix)
Organizational Development Concerns
•Acceptable Use•Business Voice and Personal Voice•Coordination with communications, HR, legal, and IT•Management tolerance, participation, endorsement•Safe zones for experimentation•Balance "quick and candid" with "thoughtful and professional”
